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Hismile – Wonka
Launched in December alongside the global box office hit film Wonka, Warner Bros. Discovery Global Consumer Products teamed up with global social media sensations Hismile to create its first collaboration—a Wonka-inspired chocolate toothpaste.
With more than 7.9 million followers on social media celebrating the launch, they sold over 200,000 units and amassed more than 500 million impressions in its first four weeks, making the Wonka-inspired chocolate toothpaste a global phenomenon in-store and online. Sold at more than 1,100 stores across Australia (Chemist Warehouse), the U.K. (Superdrug), and online at hismileteeth.com, the product innovatively allowed consumers to brush their teeth with a sugar-free chocolate toothpaste that was good for their smile. It quickly became the fastest selling toothpaste flavour in the range globally, and the #1 selling item across select retail stores in Australia during its launch month. This unique partnership perfectly paired product and license to clearly showcase the strength of licensing in the FMCG category.
Kmed – Sex Education
Netflix was set to release the final season of Sex Education and the challenge was to materialize the legacy of this coming-of-age self discovery story through products. The perfect match was to partner with Kmed, Brazil’s largest lubricant brand that could go beyond. KMed + Sex Education launched a collection to democratize sexual well-being with lubricants (ice and hot), condoms, and sex toys (bullet and penis ring vibrator). Under the concept of “Sex Education ends, your journey of discoveries continues with Kmed,” a massive integrated campaign was developed to bring sexual well-being to the public conversation and products were the main vehicle for this. KMed + Sex Education sold more than 600,000 products in over 20,000 drugstores in Brazil, taking sex toys to massive POS for the first time, and the campaign reached more than 16 million impressions. A milestone in licensing, breaking taboos and democratizing sexual well-being. The legacy of a great story through products.
Mad Beauty – Disney100
Inspired by the art of animation, this limited edition collection spotlights the history and innovation behind Disney’s everlasting magic. Taking inspiration from Walt Disney’s unique vision in bringing characters to life on screen, every product is designed to surprise and delight with interactive elements based on classic, groundbreaking animation and movie making techniques.
The range features an iconic lineup of Disney characters including Mickey and Minnie Mouse, Winnie the Pooh, Tinkerbell, Alice in Wonderland, and Snow White. Disney fans can shop memorable merchandise including a Mickey and Minnie bath fizzer duo, which, when opened, transforms an image of Mickey into Minnie and vice versa when you pull on the box tab, a Winnie the Pooh honey fragranced lip tin with flip book-style packaging, and a hand care set with articulated, waving puppet-like Mickey Mouse nail file. Discover classic movie stills with clever sliding film canisters and lenticular packaging.
Gaining popularity on social media, the collection has reached over 1.7 million user accounts, received over three million plays, and 100,000 likes.
Premier Brands of America, Inc. – Arm and Hammer
Arm & Hammer is proud to partner with Premier Brands of America, a leading manufacturer of foot care products. The Arm & Hammer Foot Care collection offers a comprehensive range of products, including foot sprays, powders, and insoles, all infused with the iconic odor-eliminating power of Arm & Hammer baking soda. This line is distributed nationwide and available in over 15,000 retailers. At the heart of the Arm & Hammer licensing program is a commitment to merging contemporary trends with groundbreaking innovation. Addressing the burgeoning health and wellness trend, Premier launched a sports-themed sub-brand with two specialized products: Sport Body Powder and Sport Gear & Shoe Spray. These products cater to those with an active lifestyle and have resonated well with the younger demographic, resulting in broad distribution and a notable +14% surge in sales in 2023.
Viking Brand – Route 66 (Ispartner)
The ROUTE 66 licensed product line encompasses over 30 items, crafted to capture the essence of adventure and freedom embodied by the legendary Route 66. Infused with Activated Charcoal, the products offer high impurity absorption without damaging hair or beard, while their black, viscous aesthetic evokes the motor oil of iconic motorcycles.
Uniqueness is enhanced with numbered originality seals on each item. The limited-edition hair pomades, inspired by various states and attractions along the road, provide collectible options. The line achieved international acclaim with three fragrances becoming finalists in the Atualidade Cosmética Award for Best Male Perfume in Latin America, and the San Bernardino scent winning the top prize. Additionally, the line was honored as the best licensed product in the world by Route 66 and was immortalized in a documentary available on YouTube, celebrating this successful partnership.
